Keeping up with the information revolution is an exhausting exercise - but taking advantage of five forces will put smart operators at the head of the communications pack.
Never before have there been so many ways to communicate and never has it been so complex - lots of social media platforms, tools, apps and methods to send you bonkers.
Whether you're a business or a personal brand, cutting through the claptrap requires a simple, strategic and sustainable approach. Couple that with the right intel about the communications battlefront, and you're on your way.
Be it with our work with big media undergoing transformation or with small companies seeking to establish a DIY newsroom approach, some common themes are apparent.
Here's five of them - forces we believe will drive content success into 2017:
It's difficult staying on the treadmill of modern communications when it's running full pelt. An appreciation, though, of the forces in play at least enables organisations to consider how to deploy their resources for maximum impact and to get into the best shape possible for the opportunities that present.
Stuart Howie is a communications and media consultant. He runs Flame Tree Media and is the author of The DIY Newsroom. Stuart has worked in media and publishing for more than 30 years as an executive, editor and strategist.